Page 129 - Duct Tape Marketing

Duct Tape Marketing

the content in a page’s title tag as one of the primary ways to catego-
rize what the page is about. It’s an important page element, but many
people waste or misuse it.

Use title tags or page names that are descriptive and search
friendly. Instead of “Welcome to Bob’s Used Cars” for a home page
title tag, use “The Greater Muskogee Area’s Best Deals for Used Cars
Are at Bob’s.” The reason this is a better title tag comes down to how
people search for Web sites. Unless they know the name of your busi-
ness and search specifically for it, your company name as a page title
isn’t very useful.

Links to Your Site
Search engines will give your Web site higher marks if they see

that other Web sites in your related industry also find it worthy of
linking to. Your site will benefit from trading links with like-minded
businesses.

Don’t get caught up in the link farm, though, trading with pages
and sites that only want links in quantity. Focus on sites that you think
would add value for your visitor. Only contact sites for link exchanging
if you are certain that the site owner provides high-quality content that
is relevant to your business and your target market.

When I find a site that meets these qualifications, I try to write a
very personal note to ask to exchange links. There are software pro-
grams out there that automatically look for linking partners and even
send out generic linking invitation e-mails. To have any success with
link swapping, you need to be very personal. Link to the site in ques-
tion first. In your note include your reasons for linking, and state
something you really appreciate about the link prospect’s site.

Anchor Text Hyperlinks
Many Web sites have links to other pages on their sites, such

as “Home” or “About Us.” I guess these links get the job done, but

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